Regarding fashion and luxury market, the average sales growth is lower than last year (7.8% vs. 10.5%). Companies having a turnover higher than 5 billion of euro per year do not suffer the negative market trend now affecting smaller companies.

Winning groups are expanding their brand to new products and geographical areas. On the other hand, multi-brand strategy followed by certain companies have been proven to be unsuccessful.

The above report may be interesting for those companies which are leveraging a correct brand strategy: it is better strengthening a brand via cross-licensing and co-marketing than accumulating a trademarks portfolio.